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It is a common misconception that every page a visitor is directed to after clicking a link is a post-click landing page. Many companies use their about or contact page as a landing page, but that doesn't necessarily make them landing pages. If you're wondering what is a landing page? Here is a definitive answer. It is an independent webpage that is different from other pages on your website.
A landing page is created specifically to target and convince a visitor to sign up for your service or place an order through your website. With ecommerce platforms reliant on data more and more, a well-designed post-click landing page is a must. With that in mind, we're going to look at the different types of landing pages and how you can create one for your business.
What is a landing page?
A landing page is simply the first page a visitor lands on after clicking on a link. This can be anything from your blog post to your homepage. However, when it comes to online marketing, a landing page is a stand-alone webpage that is created to convert leads into paying customers.
With this definition, a homepage is technically not qualified as a homepage, since it does not contribute to maintaining consumer traffic and lead generation. To avoid this confusion, let's take a quick look at the differences between a homepage and a dedicated landing page.
Landing page vs. website start page
The start page is the focus of a website and helps visitors to navigate through the various locations. It is mainly designed to make it easier for customers to find a specific page of interest and search for the information they need.
So what is a landing page then? A landing page is specifically designed to maximize lead generation by giving the user exactly what they want in terms that are easy for a layperson to understand.
What is the purpose of a landing page?
Landing pages have a number of uses. The most important of these are:
1. Collection of personal data
Users give their contact details in exchange for information. These include:
Reports with key statistics on a particular industry Newsletters with ideas to improve your skills in an area that interests you Podcasts for people on the move trying to get the most out of their commute Checklists for people who like to plan the day in advance Blog subscriptions to keep receiving relevant content Registration links to webinars with subject matter experts Presentations on a specific topic to disseminate information Schedule meetings or consultations Schedule online courses and e-books that cover a topic in depth
2. Get your customers interested in a product you sell
By giving them an insight, you can get your valued customers to
add your product to their cart Subscribe to your email -List Interact with your brand by engaging with you via chat or phone call. Become part of your sales funnel by submitting a Sign Up for an Event form
Different types of landing pages
Now you have it To answer the question of what a landing page is, let's try to understand the different types of landing pages. They all do the basic job of converting potential leads into actual customers, but the process is different. Here are some of the most common types of landing pages.
Landing page for lead generation
As the name suggests, this type of landing page helps capture leads by collecting data. These pages tend to be extremely versatile and are generally used when the user is deciding whether to convert or just walk away. This presents itself as an opportunity to promote your brand for something in return. Whatever is forced on the visitor has to be relevant enough to get them to fill in their personal information via a form.
Click-through landing page
A click-through landing page makes a form superfluous, which was considered necessary in the case of a landing page for lead generation. It acts as an integral chain link between your ad and the page you want your visitors to be directed to. This type of landing page is often used to link an infomercial to a shopping cart to generate interest in your business.
Similar to a lead generation page, a squeeze page is also designed to collect consumer data, more precisely their e-mail addresses. These are simple landing pages that often appear at the top of the marketing funnel. You generally don't have a lot of information or headlines, but you need a link that will take a visitor to the next step if they want to continue, or an option to exit if they choose not.
This is the most complex lot and particularly difficult to construct. It should not only secure leads, but also convince a customer to buy. This is a very delicate operation. A misstep could mean a customer leaving a sale. Go too hard and you run the risk of your client backing away.
If you get too soft, you seem to underestimate the product. The aim is to use sales experience and knowledge of the consumer's needs to create the perfect pitch.
A landing page run by infomercials is a great way to showcase the functionality of your product to your visitors. It's an opportunity to build a strong narrative around your brand and convey it to your customers. The aim is to grab their attention and make them think about a purchase.
They are the simplest of all types and contain only a few pictures and prompt visitors in the form of a simple "yes" or "no" form of communication. In contrast to the other types mentioned above, they are not intended to collect data, but are only used to provide important information before a website is accessed. For example, a visitor can be asked to confirm their age or select their language settings.
This type of landing page is used to increase your brand awareness by strategically placing inbound links to another page within the website. The content presented here needs to be interesting enough to keep you scrolling and thereby read more and more of the content you produce.
It does not have to be restricted to content, but can also contain interactive quizzes or games. Hopefully this should get them to post about the site on their social media profiles and ask their friends and family to join in the fun.
Microsites are a miniature form of your actual website dedicated to the sole goal of increasing sales. As an integral part of a company's marketing efforts, these are created to be displayed alongside online advertisements.
Elements of a landing page
Although the design of a leading page can vary from type to type, the basic elements that make it up are essentially the same. In this section we will talk about the basic elements of a landing page.
What is a landing page without a catchy headline? It catches your visitors' attention and lets them know what to expect from your website. The type of headline you use will depend on the type of business you run and the types of products you want to market.
It needs to give people an overview of your business and the type of services you offer. For example, if you are a website that offers driving lessons, your headline should be “Learn to drive in 30 days!”.
Try to consider your consumers' needs while creating an effective headline. Think about why someone ends up on your landing page and what they might be looking for. When you have the answers to all of these questions, it's pretty easy to create a memorable and effective headline.
A supporting heading tries to fill in more details about your main heading. It is there to convince your leads why they should choose your service over other similar companies. Let's go back to a company that offers driving courses, for example. You could add information about your drivers' expertise and take the time to make sure an amateur understands the basics of driving.
Add that over time you may be able to save in test centers as you take up most of the work. That way, you've addressed the who, why, and what of your customer base.
To sum up, the main heading attracts a visitor's attention and conveys the nature of your business. A supplementary heading supplements this with further information on the services you offer. They're not a must-have on every landing page, but if used intelligently they will generate more interest on your landing page.
This along with your supporting headlines to educate consumers about your brand – these pieces of text help communicate the benefits of your product or service. Writing for an audience that is picky about reading is not easy. It has to be so simple that even a layperson can understand it. However, this information must be conveyed using the fewest number of words. Most readers may not even have read through it all and could instead skim over the key points. So, all of these factors need to be considered when writing a marketing copy.
In order to be able to consider all reading styles, here are some useful tips:
a. Legibility
Your font must be large enough to be read and should contrast with the page on which it is written. Avoid elaborate font styles. It may look great on your marketing copy, but readers will have a hard time figuring out the content.
b. Readability
This component tests how easy it is for the average reader to browse your content. Pay attention to the length of the sentences. The optimum is around 50-75 characters. Longer sentences will bore your readers, while shorter sentences will hinder the natural flow of writing. Block texts will never keep your readers' sentences. Break larger chunks of text into smaller sentences. Try to use active voice as much as possible; Passive text does not go down well with readers.
c. Understanding
This component takes into account whether your readers can understand what is being communicated to them. To make things easier for your customers, use smaller words and remove unnecessary content. Be stingy with your words. The goal is to be clear and concise, not lengthy and uninteresting.
We all know the saying "A picture is worth a thousand words". To stay true to these words, a hero shot is meant to create an emotional connection without having to use hundreds of words. A compelling picture lets your customers know what to expect and reinforces the idea that you are trying to sell them. To return to the example of your driving lesson, think of the picture of a sensitive driving instructor teaching someone to drive or a learner driver looking through traffic signs. These images leave a lasting impression on visitors and they don't have to think twice about the services offered.
What is a landing page without its most important element, a call-to-action button? It instructs the visitor what to do when they land on your website. For a call-to-action to be meaningful, it must be easy to follow. Don't give a potential customer too many things to choose from. Have a clear idea of what to expect from them.
In our case of the driving class example, the call-to-action can simply be an option to sign up for classes or ask for a contact to get more information. Remember, the easier you follow your CTA, the better the chances of generating a potential lead.
In addition, when designing a call-to-action button, consider the following:
a. Size
That goes without saying, but your call-to-action button must be big enough to be perceived and, above all, clicked. A smaller button is likely to result in a frustrated customer. The sad thing is that this was a customer who would actually be interested in your business.
b. Shape
Stick to shapes that your customers are familiar with. A box, a circle, a star – could really be anything. However, do not try to create your own amorphous shapes in the name of innovation. A visitor may not be able to tell and it means a frustrated customer again. Adding suggestive text or a shadow effect can make it easier for your users to identify the call-to-action button.
c. Location
It is common practice to put the call-to-action button at the very top because it is assumed that customers will not scroll all the way to the end. However, this may not be as accurate. You can actually benefit from placing the button somewhere at the end. A visitor is first presented with relevant information in the form of testimonials, infographics and text. This will help convince them why they should choose your website, and therefore maximize the chances of them clicking your CTA button.
d. Color
Contrary to popular belief, the choice of color has little to do with subliminal hints, such as red for danger and green for letting go. It mainly has to do with choosing a color that will be in direct contrast to the rest of the elements on the page. This naturally sets the call-to-action button apart from the other components.
It is important to have social evidence in order to build trust with your consumers. Testimonials from people who have already used your services can make your claims seem legitimate. Make sure you include the testimonials that are unequivocally reputable. The more details, the more credible the rating. For our driving course website, these could be testimonials from people who have learned to drive with your services. You might be asked to explain the condition of the cars or comment on the instructors' etiquette. Video testimonials are also a good idea to show how excited someone is about your product.
If you've got rave reviews from other third-party websites, embed them on your websites. They look more real, as content from other social media channels cannot be easily manipulated. If you have won prizes, you should include them. It doesn't matter if they come from a small organization. It is still an award in the eyes of a consumer.
Since the attention span is dwindling every day, people simply do not have the patience to read through content sections. So use graphics and diagrams to get your point across. Infographics help your consumers conceptualize data better.
Going back to our case scenario of a driving class, instead of listing the time they can save by skipping the lines at a test center, graph the same thing. It clearly communicates the idea and is more likely to be seen by a reader than one a few lines that have crept into a paragraph.
Icons help you, just like infographics, to simplify a concept or an idea. It's perfect for today's world where users don't want to read lines of text. Your content might be well-written, but there is no point if the consumer never reads it. Icons are easy to understand and large enough to draw attention to a specific function that you may want to learn more about.
Just like testimonials, trustmarks make your business seem more legitimate. A visitor who knows very little about your business is likely to have concerns about buying a product. A trustmark that proves you are an accredited company assures them that you are worthy of their trust. It is really up to you to decide which confidence indicators to choose. When making this decision, you need to consider the type of message you want to send to your prospects. For example, badges from well-known security companies like McAfee near your credit card field. Another example would be an outbound link to your privacy policy to assure consumers that their data will not be misused in any form.
This element generally sums up everything a consumer has learned since landing on your website. It is obvious that by the time they make it this far, they will be interested in your business. So a reaffirming statement is your last chance to make a lasting impression. A final argument isn't always necessary, but it can give your visitor an extra minute or two to sign up or purchase a product.
Campaigns That Benefited From Dedicated Landing Page
Now that we have the answer to what a leading page is, let's see what different types of campaigns have benefited from these benefits a:
A landing page is a must to get the most out of Google Ads, Bing Ads, or other similar search campaigns. In fact, Google mentions the importance of having a separate landing page in its advertising guide. Your campaign may not be selected by Google's unique search algorithm if it encounters a bad experience related to a post-click landing page. As a result, your website will drop in the rankings, which will drastically affect your ad visibility and visitor traffic.
Paid Social Media Advertising Campaigns
As consumer personas become more accurate, targeted social media campaigns could prove to be a real game changer. Having a post-click landing page that works as a standalone entity is the best choice for capitalizing on this untapped marketing space. An advertisement will only be shown to a potential customer if the algorithm detects that they may be interested in the services you are offering.
It is all the more important to meet their expectations so that they come back. A well-designed landing page is the first step in getting there. Remember, the first impression is always the best.
Email Marketing Campaigns
An email marketing campaign may seem old-fashioned, but it still offers the best ROI. A personalized email can generate up to six times more transactions. This number will only increase if you have a dedicated landing page for it.
A landing page helps avoid confusion and helps customers focus on a single goal according to your instructions. If there isn't a specific landing page, your customer is spending too much fidgeting and distracting them from the real reason they were sent to the website.
Create landing pages for your own website
Now that we have fully answered the question of what a landing page is and what advantages it offers, let's try to understand how you can create a post-click of your own Landing page.
The first option is pretty obvious. Just create a separate landing page with all of the information you've learned in this article. It's just like creating any other webpage on your website, except the goals are very different.
But for someone with minimal programming knowledge, creating a dedicated landing page can prove to be a nightmare because of the many elements that have to be included. One small misstep in this process could mean thousands of dollars in loss at some point in the future. So it can be a smart idea to seek outside help.
Fortunately, this is where landing page tools come in. These useful tools try to simplify the process and cost a fraction of what you would pay an online marketing company. In addition, you have full control over the appearance of your website.
Here is a list of some of the most popular landing page tools out there right now:
Unbounce is a great platform for any business looking for the best bang for their buck. With more than 15,000 brands creating their landing page using this platform, it is one of the most reputable companies on the market.
Unbounce gives you ultimate control with over a hundred customizable design templates. With built-in AI, you can experiment with designs and choose the right one for your business. They even offer a 14-day free trial to get you started.
If you don't have the time to create your own robust page with a series of instructions, Instapage is the perfect option for you. They offer a number of template landing pages to choose from.
It may not offer the same degree of customization as Unbounce, but Instapage simplifies the whole process so you can use your time and resources on sales and other marketing channels.
Webflow is not only intended for creating landing pages, but also for building your entire website. It's easy to use and gives you the ability to incorporate optimization tools into your overall site architecture. Webflow is the right choice for individuals looking beyond the classic A-versus-B test model.
Leadpages is probably the closest thing to Unbounce in terms of sheer number of features and practical functionality. Similar to Unbounce, you start with a simple template and create your landing page from there. The only downside is that you can't work on multiple templates at the same time on this platform.
All of these resource tools can add value to your post-click landing page, but they have their own strengths and weaknesses. So first understand what your needs are and choose accordingly. If you have the time to create a landing page from a simple template and want to customize it the way you want, Unbounce or Leadpages are great options.
Choose Instapage if you are unwilling to invest the time and are satisfied with a basic design that gets the job done. However, if you want to build an entire website from scratch with a special focus on testing, Webflow is for you.
Testing Your Landing Page
Your job is not just to create a landing page. You will need to continue testing to identify the parts that are working and the areas that you still need to work on. A successful landing page consists of several moving parts, which of course offers plenty of room for experimentation.
For example, you could change the position of the call-to-action button and see how it affects your user traffic. Make a table and compare the two models. With every small change, you get closer and closer to identifying the perfect landing page for your business.
Conclusion
The definition of a landing page may lead you to assume that every page a visitor is directed to qualifies as such. But the truth is far from it. So what is a landing page again? It is a stand-alone website that exists as a separate entity from the rest of your website.
A post-click landing page is used to maximize lead generation and engage a prospect for the services you are currently offering. A good landing page needs to hold a visitor's attention long enough for them to consider adding themselves to your mailing list or contacting you for more information.
This is achieved through memorable headlines, informative graphics, and trustworthy testimonials. You have now effectively added them to your sales funnel.
We've included all of the information you may need to create a great landing page. In case you are unsure of your skills as a website designer, we have suggested a number of services to make this process easier. Hopefully now you answer for yourself what a landing page is.
With this information, we believe you can start creating a landing page for your website that will give you a better return on your marketing efforts.
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